Circana report: U.S. Toy Industry posts strong growth in early 2026

The U.S. toy industry recorded a strong start to 2026, with dollar sales rising 13% through April compared with the same period last year, according to new data from Circana. Unit sales increased by 5%, while average selling prices grew by 7%, outperforming many other discretionary consumer categories.

Continued consumer demand

Circana attributed the growth to continued consumer demand for trading cards, collectibles, and licensed products across multiple age groups. Seven of the industry’s 11 supercategories posted dollar gains during the period. The strongest-performing categories were Games & Puzzles, which grew 39%, Explorative & Other Toys, up 36%, and Building Sets, which increased by 20%. Key growth drivers included Pokémon, Major League Baseball collectibles, NeeDoh, LEGO Botanicals, and Formula 1-themed products.

Significant role in the market’s performance

Adult consumers continued to play a significant role in the market’s performance. People aged 18 and older accounted for 35% of total industry growth through April, while more than half of all growth came from female recipients.

Sensory toys emerged as one of the fastest-growing segments, with squishy toys posting triple-digit growth in both dollar and unit sales. Circana linked the trend to the influence of social media, including ASMR content, unboxing videos, and limited-edition collecting.

Growing impact of social commerce

The report also highlighted the growing impact of social commerce. According to Circana, TikTok Shop now accounts for 1% of total retail sales and 3% of e-commerce sales, with toys, hobbies, and collectibles ranking among the platform’s largest categories.

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Source: https://www.circana.com/post/us-toy-industry-sales-accelerate-in-2026-circana-reports